Since Trader Joe’s launched its mini tote bags, they have taken the U.S. by storm — and the new Halloween edition has sparked yet another frenzy. In Southern California, some Chinese-American shoppers reportedly visited two different stores and stood in line three times, spending two hours to buy more than ten totes, all to bring them back to Taiwan as gifts at the end of the year. Priced originally at just $12 per set (or $2.99 each), the bags have now flooded eBay’s resale market, with prices soaring to between $30 and $50 per set. Whether sold individually or as a collection, the bags have created a booming resale market.
Ms. Kuo, who was interviewed by our reporter, said she set out early on October 8 to grab the Halloween limited-edition mini totes, visiting two Trader Joe’s branches in South Pasadena — the Fair Oaks and Mission stores.
“When I got to the store entrance, I was shocked,” she said. “I arrived at 7:55 a.m., and there was already a line stretching about 350 meters (around 1,150 feet).” She finally managed to purchase four bags at 8:45 a.m. Since each customer was limited to four bags per line (one set), she first lined up at the Mission branch but switched to the Fair Oaks store due to the crowd. However, that line was also nearly 300 meters long. After lining up twice there, she finally bought over ten bags in total. She described it as “the longest line I’ve waited in for years.”
When asked why she was willing to go through so much trouble for a supermarket tote bag, Ms. Kuo explained that she and her husband seldom return to Taiwan, but when they do, they like to bring gifts for family and friends. “When you don’t know what to give, these limited-edition totes are a perfect choice,” she said. “They’re unique, affordable, and meaningful — especially since even in the U.S., they sell out so quickly.”
Back in April, when Trader Joe’s released its Easter edition tote bags, she also lined up to buy ten of them as gifts. “The Easter version was cuter,” she said, “but I never expected the Halloween crowd to be even bigger — it really surprised me.”
In fact, the mini tote bag craze has already spread across Asia. According to KTLA, Trader Joe’s mini totes have become a hot topic in mainland China, Taiwan, Japan, and beyond. The minimalist, functional canvas bag has been embraced as a “fashion lifestyle accessory” — affordable, stylish, and practical — and has become a favorite item for social media posts.
Addressing the phenomenon, Los Angeles psychotherapist Fran Walfish told KTLA, “This is the power of digital viral marketing. It taps into people’s inner anxiety and insecurity. Many consumers rely on trends or simply can’t stand missing out on what’s hot at the moment.” She added that the craze is driven by FOMO — the Fear of Missing Out. “It’s not a new phenomenon,” Walfish said, “but what’s different now is that marketing moves faster, wider, and at almost no cost — allowing an inexpensive product to go viral overnight.”
